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" Pharmaceutical Advertising as a Source of Consumer Self-Empowerment Evidence from Four Countries "
Isabell Koinig
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BL
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| Record Number
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758718
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| Doc. No
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b578684
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| Main Entry
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Isabell Koinig
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| Title & Author
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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment Evidence from Four Countries\ Isabell Koinig
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| Edition Statement
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1st ed. 2016
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| Publication Statement
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Wiesbaden Springer Fachmedien Wiesbaden, Imprint: Springer Gabler, 2016
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| Series Statement
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Forschungsgruppe Konsum und Verhalten
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| Page. NO
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XVI, 378 p. 41 illus.
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| ISBN
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3658131349
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: 9783658131340
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| Abstract
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Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and “empowering” them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment. Contents Effects of Health Communication and Pharmaceutical Advertising Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising Consumer Self-Empowerment: Increasing Consumer Control and Choice Modelling Consumer Self-Empowerment Consumer Responses to Different Advertising Styles Advertising’s Contribution to Consumer Self-Empowerment Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas The Author Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universität Klagenfurt, Austria.
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International relations. Foreign policy
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Microeconomics
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Political philosophy. Social philosophy
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| LC Classification
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RS56.I833 2016
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| Added Entry
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Isabell Koinig
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